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Public
Relations and Marketing: Demystifying the Functions
• next In the pursuit of new business, companies frequently confuse the roles of marketing and public relations. The differences are subtle but significant. Like a strong marriage, marketing and public relations are separate but equal partners that pursue complementary goals. Both are relationship oriented. However, one focuses on the actual exchange of goods and services (sales), while the other focuses on the cultivation of a receptive clientele. In general terms, marketing identifies or develops a market for a product or service that meets consumer need and the company's financial goals. Among the questions marketing asks are:
Market research, product launches, sales calls, presentations, distribution channels, and "road shows" are a few of the activities associated with marketing. Public Relations can be defined as those activities that establish and maintain mutually beneficial relationships between an organization and its publics. Public relations seeks to foster a climate that is receptive to the product or service. It addresses issues of communication, public awareness and attitudes. Some of the questions it asks are:
Publicity, special events, speaking engagements, conferences, and expert articles are some of the activities associated with public relations. The worthiest product or service will not reach its sales (marketing) potential if it is not adequately promoted or is unleashed within a dubious or hostile environment. Conversely, no amount of public relations will overcome the obstacles of marketing an obsolete or faulty commodity. Those
companies that 1) identify market needs and target their offerings
to the appropriate markets while 2) promoting trust, credibility
and visibility among potential consumers will benefit from the respective
powers of marketing and public relations.
Mark Twain said, "Few sinners are saved after the first twenty minutes of a sermon." With his acerbic wit, Twain illustrated the benefits of using an economy of words when trying to influence or motivate others. Most businesses could benefit from Twain's advice. We live in the age of skepticism. Sophisticated and cynical consumers no longer tolerate long-winded rhetoric from organizations seeking their business. Moreover, the Internet, 24-hour cable, and an interminable stream of direct mail compete for our attention. Even if a company's message breaks through this onslaught to reach its target, it is improbable that the recipient will respond to anything overly complex or rambling. A recent article in the New York Times described a resurgence in the Plain Language movement, something that every business should consider. The movement promotes short, conversational sentences and disdains jargon. Plain Language differs from other good writing in its emphasis, which is on the reader. It stresses the following:
Aristotle
Was Right Many highly educated professionals understandably balk at using everyday language in their communications. After all, the academic settings in which they earned their degrees venerate advanced vocabularies and complex arguments. Not so in most business settings. Today's workforce must process a staggering amount of information. With the exception of industry-specific events, most audiences are turned off by jargon or pretense. And simple prose is not equivalent to "dumbing down." Simple prose can be the hallmark of a caring and competent writer. Consider Abraham Lincoln's 300-word masterpiece, "The Gettysburg Address," as one example. Bottom-Line
Results The best writing is the result of painstaking effort, rewriting and editing. It shows deference to the reader. It recognizes that narration is not necessarily the same as communicating. And by using an economy of words, clearer language can deliver an impressive economic return.
Libraries, colleges and bookstores abound with resource materials about public relations. For an overview of public relations basics, the following 10 points can serve as a quick guide.
For the legal administrator, the challenge is always the same: so many responsibilities, so little time. Even if you have an in-house marketing director or outside consultant, it's important that you, as the business manager of the firm, have a basic understanding of law firm marketing. You will no doubt be held accountable for marketing expenditures, client retention or loss, firm growth, and all the other areas that are impacted either directly or indirectly by marketing. You will carry out this function with more conviction and authority when you can whip out the basics of law firm marketing from your repertoire of competencies. This will enable you to confidently address questions such as:
If marketing is only one aspect of your job description, you need a razor-sharp mindset from which to base decisions and actions. The Association of Legal Administrators and the Legal Marketing Association provide excellent resources on marketing legal services. Many companies, including Swearingen Communications, specialize in legal marketing. Most are available to consult on both an as-needed and long-term basis. Finally, if you do have an in-house marketing department, regular joint meetings will ensure that you are kept well informed of all marketing activities and the rationale behind them. |
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©2004 Swearingen Communications. All rights reserved. Photography by Stephen Simpson.
